Legacy and Lifestyle: U.S. Polo Assn. Showcases Timeless Elegance at Pitti Uomo 108 in Florence
Celebrating 135 Years of Sporting Excellence
Florence, Italy — On June 18, U.S. Polo Assn. gathered over 1,500 distinguished guests at the iconic Santa Maria Novella for a night dedicated to celebrating its 135-year legacy. This stunning event was a prominent part of Pitti Uomo 108, merging style, art, sport, and music into a truly unforgettable experience. As the official brand of the United States Polo Association (USPA), U.S. Polo Assn. showcased its vibrant Spring-Summer 2026 Collection, reminding us that the essence of polo goes beyond the sport itself.
Benny Benassi electrifies the crowd at the Chiostro Grande during U.S. Polo Assn.’s celebration of 135 Years of Sport Inspiration – “Play for the Moment, Live for the Legacy.”
A Night to Remember: “Play for the Moment, Live for the Legacy”
The celebratory evening began with the charming Italian actor Roberto Ciufoli as the host. Guests were transported through the rich history of the brand and sport, all under the warm glow of Florence’s historic architecture. The night was ignited by Clara, a renowned Italian music star, whose powerful performance resonated with both elegance and emotion.
As the night deepened, the atmosphere shifted when global DJ star Benny Benassi took the stage. The cloister transformed into an electrifying dance floor, with guests celebrating under the stars. The festivities lasted well into the night, marrying the past with the present in a truly remarkable experience.
Immersive Art, Heritage, and Vision
A monumental timeline, beautifully projected onto the ancient walls of Santa Maria Novella, told the compelling story of U.S. Polo Assn. from its inception in 1890 to the modern day. This visual journey emphasized the evolution of polo, illustrating its rich heritage and the brand’s transition into a multi-billion-dollar global fashion powerhouse.
Innovative artists Luca Agnani and Pietro Terzini played a pivotal role in shaping the evening’s creative ambience. Agnani’s immersive mapping effects brought the architecture to life, while Terzini unveiled a distinctive visual installation that poetically blended sport and culture. His minimalist artistry left a lasting imprint, championing the idea that heritage is meant to be both cherished and reimagined.
Celebrating the Moment, Building the Future
“This was more than a trade show; it was a global celebration of U.S. Polo Assn.’s astounding legacy and vision,” stated J. Michael Prince, President and CEO of USPA Global. He added, “To witness such creativity flourish amid Florence’s energy was extraordinary.”
Lorenzo Nencini, President of Incom S.p.A., echoed this sentiment: “Bringing our 135th Anniversary to life in Florence was an unparalleled honor. It was a cultural moment, an unforgettable experience for everyone invested in U.S. Polo Assn.”
A Booth Experience That Stole the Show
From June 17-20, U.S. Polo Assn. took a bold stand at Booth 32 in the Cavaniglia Pavilion. The booth featured an impressive 30-foot video screen showcasing brand highlights, a chic champagne bar, and an engaging space with models flaunting the latest collection. The immersive design invited trade visitors and influencers to explore the brand’s enduring legacy and future.
Celebrity appearances from Pietro Terzini, Clara, Roberto Ciufoli, and Olympic swimmer Luca Dotto made surprise visits to the booth, drawing numerous fans eager for a meet and greet.
A Week to Remember
“Celebrating U.S. Polo Assn.’s 135th Anniversary isn’t just a milestone; it embodies legacy, identity, and timeless style,” shared Antonio De Matteis, President of Pitti Immagine. The event at Santa Maria Novella was a tribute to the brand’s long-standing place in polo and a vivid expression of its visionary future.
The dazzling weekend reaffirmed U.S. Polo Assn.’s commitment to authenticity within the fashion world, resonating deeply with international fans and influencers. This landmark celebration seamlessly blended the past’s nostalgia with an energetic outlook towards the future.
Concluding his thoughts, Prince stated, “Our experiences—from the striking booth to a spectacular celebration—provided a heartfelt tribute to U.S. Polo Assn.’s legacy. We remain rooted in the sport of polo while paving the way for future generations.”
Final Thoughts
The Pitti Uomo 108 celebration exemplified the vibrant spirit of U.S. Polo Assn., showcasing its unwavering commitment to merging sartorial elegance with the rich heritage of sport. As the brand looks forward to a bright future, it invites all to embrace its ethos: “Born to Play.”
For more information about U.S. Polo Assn., visit uspoloassnglobal.com or follow on social media @uspoloassn.
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